The 2023 Packer 25 — Sabrina Castillo Lora

Editor’s note: The following profile is from the 2023 Packer 25, our annual tribute to 25 leaders, innovators and agents of change across the fresh produce supply chain. (You can view all honorees here.) This feature has been edited for length and clarity.

Sabrina Castillo Lora — Chief sales and operations officer for LUV by Fresh Directions International

To many, serving as an executive for a multinational organization is simply a job. For Sabrina Castillo Lora, it is so much more.

As chief sales and operations officer, Castillo Lora oversees all functions for Miami-based Fresh Directions International. When not busy with high-level decisions and direction for the company, she is often seen directly participating and managing the many areas of focus, including marketing, management, and financial oversight. She is not a closed-door executive.

“I like to be involved throughout the supply chain all the way down to the last box of our LUV products,” Castillo Lora said.

As much as possible, you can find her at the floor level of the warehouse, where she helps with bagging avocados, ripening rooms, quality control, and even assisting with pallets or carrying cases and dispatching containers to customers.

“I’m very hands-on,” Castillo Lora said. “I’d much rather be at floor level with each and every product, helping my teammates than behind a desk; there is no better feeling”

Her deep love and passion for the avocado industry comes from her upbringing as a second-generation leader in the company. Her parents, Manuel Castillo Pimentel and Martiza Lora de Castillo, founded Fresh Directions International. Today, Castillo Lora serves alongside her four siblings, who all hold executive roles in the company.

Grupo MACAPI, the parent company of Fresh Directions International, has pioneered the production of hass avocado as a leading exporter in the Dominican Republic for the past 30 years. The family-owned and -operated business also distributes other fruits in its produce line and packages natural fruit pulps and guacamole worldwide.  

Castillo Lora grew up playing in her parents’ avocado fields, learning the industry from her father while even helping pack the avocados and assemble boxes herself. After getting her bachelor’s degree, she returned to work as an intern in accounting, eventually finding her way into leadership. 

“The business was more than just a business. It was a passion we all shared,” Castillo Lora said. “We loved every bit of it.”

She says she was taught early on to see everyone as equal, regardless of their position in the company. This has carried over into her executive role, where she says she fosters an atmosphere where everyone feels appreciated and loved.

So, how does Castillo Lora show effective leadership? One word: passion.

According to Castillo Lora, her responsibility for the company goes beyond just honoring the Castillo Lora name. She says she empowers the company and team members by entrusting their expertise as an asset for exponential growth. By modeling true passion for her employees in everything she does, she shows that she cares about more than just business, but for each and every individual who has a part in the company.

 “Passion is the core foundation of our motivation as a company,” she said.

Defining success

The family-owned company is known as one of the largest privately held hass avocado growers in the world. Fresh Directions International commercializes to retailers, foodservice providers and food manufacturers worldwide, as well as global distribution. LUV, a brand extension of Fresh Directions International created by Castillo Lora herself, defines its success by producing and packing the highest-quality avocados with great passion while spreading LUV worldwide, she said.

But its impact in generating jobs while stimulating local economic development in the Dominican Republic is what stands out, according to Castillo Lora.

“It’s not only about selling avocados; it’s about positively impacting our world and making it a better place through our products in the best way we can,” she states. “It’s all about the people and our communities.”

This is why, for Castillo Lora, this is so much more than just a career. It’s something rooted in love.

“It’s my purpose and a privilege,” she said. “We have a great responsibility to continue the hard work of my parents’ legacy and values for generations to come.”